HubSpot Inbound Certification (New) 2018 Exam Answers

HubSpot Inbound Certification (New) 2018 Exam Answers




Get Certified in HubSpot Inbound Now!


What are the three core tenents of inbound?

Human, Helpful, Holistic

Goal, Guide, Grow

Attract, Engage, Delight

Marketing, Sales, Services


True or false? A website page should always have three goals. There should be one primary goal and two secondary goals.




True or false? A call-to-action must be a button.




What does CRM stand for?

Custom Rendering for Mobile

Custom Relationship Modules

Customer Relationship Management

Customer Rotation Model


Which of the following is NOT a lead nurturing tactic?

Lead scoring

Targeted content

Marketing qualification matrix



What are the phases of an inbound sales strategy?

Attract, Convert, Close

Identify, Connect, Explore, Advise

Educate, Guide, Grow

Attract, Guide, Sell, Close


Fill in the blank: ____________ is the process of listening to customer feedback about their experience using a product or service, sharing results within the organization, and interpreting feedback to improve customer experience and retention.

Voice of the customer

Social listening

Inbound services

Customer personas


Which of the following delight terms is considered to be reactive to your customers’ needs?

Customer service

Customer support

Customer success


Fill in the blank: Your __________ is your strongest acquisition lever

content library

current customer base

inbound tool stack

sales-qualified leads


What are the phases for the inbound sales framework?

Engage, Guide, Grow

Attract, Convert, Close, Delight

Help, Empower, Delight

Engage, Empower, Delight, Grow


True or false? Most buyers are naturally trusting of salespeople.




True or false? An inbound sales strategy aims to connect with buyers when they’re in the decision stage of the buyer’s journey.




Which of the following is the best technique for helping people progress through the buyer’s journey?

View the journey from the buyer’s perspective and focus on the tasks they need to accomplish

Set goals based on the commission you want to earn this month

Don’t push people. If a prospect is moving slowly, move on to someone else.

Follow up multiple times a day


Which is true about content and its relationship with the Inbound Methodology?

  1. Content is needed to attract people to your site.
  2. Content is needed to attract visitors and convert them into leads.
  3. Content is needed to close leads into customers and turn customers into promoters.
  4. All of the above


True or false? Most buyers start researching potential solutions before they meet with a salesperson.




You’ve joined a startup company. Before building out your content strategy, you’ll need to develop your company’s primary buyer persona. What’s the appropriate order for developing the buyer persona for your startup?

Research, identify trends, and create persona stories

Create persona story, test and optimize, and make assumptions

Make assumptions, identify trends, and ask company employees for input

A buyer persona shouldn’t be developed at this time.


What is the buyer’s journey?

It’s the Inbound Methodology but from the buyer’s perspective.

It’s the experience your prospect goes through when learning about your brand.

It’s the set of actions that a buyer goes through after he or she made a purchase.

It’s the active research process someone goes through leading up to a purchase.


A customer who recently purchased your product realizes that it’s not the right solution for the problem they were trying to solve. He would like to return the product. Which stage of the buyer’s journey is your customer in?




None of the above


You’ve been tasked with helping to research your organization’s buyer persona. Your boss asks you to reach out to a few good and bad customers. Is this the right approach?

Yes, you should try to interview all types of customers. That way you’ll have a better idea of the ideal buyer you’re trying to market and sell to.

Yes, interview as many current customers as you possibly can. You should avoid reaching out to prospects since they haven’t used your product/service.

No, you shouldn’t be interviewing customers. Instead, you should interview ideal customers, prospects, and those that don’t know your organization.

No, you shouldn’t be reaching out to bad customers. They will skew the buyer persona story since they aren’t your ideal customer.


True or false? A customer’s buying journey is ever-evolving. You should make updates as you learn more about your buyer persona.




Fill in the blank: Inbound marketing represents a fundamental shift in the way that organizations operate because it is ______-centric.







True or false? Buyer personas are effective for all organization types.





What are the four stages of the Inbound Methodology?

Attract, Convert, Close, and Delight

Awareness, Consideration, Decision, and Delight

Find, Engage, Convert, and Nurture

Identify, Connect, Explore, and Advise


A website visitor is reading the blog post you published last month. They’re intrigued by the call-to-action that you have at the bottom of your post, so they decide to click it and are redirected to a form which they fill out and submit. Which Inbound Methodology stage is being described in this scenario?






What is the definition of a buyer persona?

A semi-fictional representation of your ideal customer based on real data and some select educated speculation

A lead in your database

A true view of your personas

A completely fictional representation of your ideal customer based on real data and some select educated speculation


True or false? In the context of inbound, buyer personas and ideal buyer profiles are the same thing.




Which departments should be involved in creating content?

All departments

Just marketing

Just marketing and sales

All customer-facing departments


Optimizing your content helps improve __________.




All of the above


If your content is focused on the different solutions to your buyer persona’s problem, where would that content fit into the Buyer’s Journey?




All of the above



To help increase awareness for an upcoming product launch, your manager increases paid promotion funds by 300%. Which channels could you disperse these funds to?




A and B

All of the above



If you’re looking for a place to start with creating topic clusters and pillar pages, consider deconstructing your existing awareness- or consideration-stage offers into 10x content pillar pages.




True or false? Social media is a key driver for word-of-mouth marketing.




True or false? You should only create video content if you have a high-quality camera and lights.




Fill in the blank: When creating a content offer, use _________ to determine the best content offer format.

the buyer’s journey

industry benchmarks

your buyer personas

content distribution



What are the steps of conversion optimization?

Define your objective, form a hypothesis, design your tests, establish your baseline, analyze your data.

Define your objective, establish your baseline, form a hypothesis, design your tests, and analyze your data.

Analyze your data, design your tests, form a hypothesis, establish your baseline, define your objective.

Form a hypothesis, analyze your data, establish your baseline, define your objectives, design your tests.


True or false? Conversion optimization is NOT an iterative process.




What is conversion optimization?

Conversion optimization is investment that produces reliable month-over-month growth. Your website becomes stronger as you continue to measure, iterate, and act.

Conversion optimization is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer’s buying journey.

Conversion optimization is the process of testing hypotheses on elements of your site with the ultimate goal of increasing the percentage of visitors who take the desired action.

Conversion optimization is the technology, processes, and content that empower sales teams to sell efficiently at a higher velocity.


What are the steps for creating a conversion path?

Attract, convert a lead, close a deal, and delight a customer.

Create awareness, determine your end point, chart your course, and analyze.

Create awareness, determine your end point, chart your course, build a ship, ahoy matey.

Create awareness, chart your course, optimize, convert a qualified lead.


True or false? If you have an ideal customer profile, you don’t need buyer personas.




True or false? Each prospect who comes to your website for the first time is always in the Awareness stage of the Buyer’s Journey.




True or false? When starting out, make sure you are engaging with customers on every single social media channel.




Define a conversion path.

The method by which you encourage someone on your site to move down your funnel.

The method by which you encourage someone to visit your site from social media.

The method by which you encourage someone to spend 30 minutes or more on your website.

The method by which you encourage someone to read your well-crafted automated email.


This call-to-action isn’t performing as well as it should. What is the first thing to assess about the call-to-action?

Whether or not the call-to-action has an action verb

The placement of the call-to-action on the page

How the design does or does not grab attention

The offer and its relevance to the page content



What is the main purpose of a landing page?

To capture a visitor’s information via a form

To deliver an offer that a business is promoting

To promote an offer on a website page, blog post or email

To help nurture leads in order to turn them into customers


Fill in the Blank: __________ allows you to understand what users want, care about, and interact with on your site by visually representing their clicks, taps, and scrolling behavior.


Google analytics




All of the following are true about forms and lead flows EXCEPT:

Submissions from lead flows and forms both appear on the contact timeline.

Lead flows collect more detailed information than forms.

Forms usually have more fields than lead flows.

Lead flows appear on top of the page while forms are embedded in the page.


True or False: Responsive design relies on predefined screen sizes.




When designing site architecture and navigation, whose experience should be the primary consideration?

The visitor

The marketer

The salesperson

The designer


Fill in the blank: While most pages should be optimized for user interaction, responsive blogs should be first optimized for _________.


Simple Commenting


Image rendering


Fill in the blank: _______________ is a friendly, harmonious relationship; a relationship characterized by agreement, mutual understanding, or empathy that makes communication possible or easy.






What is the definition of lead nurturing?

The process of building relationships with prospects with the goal of earning their business when they’re ready.

The process of sending individual emails to get them to purchase your product or service.

The process of calling qualified prospects and engaging them with a consultative sales process.

The process of placing the right call-to-action in the right email and sending it to the right person.


What is the goal of the identify phase of an inbound sales strategy?

To identify good-fit leads from within the large pool of available prospects.

To identify the goals and challenges of specific prospects.

To identify the ways your product or service can benefit people who match your buyer personas.

To identify ways to differentiate your offering from your chief competitors’ offerings.


What is the difference between a sales process and an inbound sales strategy?

A sales process is an outdated, seller-focused idea. An inbound sales strategy replaces the need for a sales process.

Every sales team has its own sales process, but an inbound sales strategy can be implemented by every sales team.

A sales process describes the steps a seller takes during a sales cycle, while an inbound sales strategy describes the steps a buyer takes.

An inbound sales strategy is a type of sales process.


True or false? An inbound sales approach is necessary because the world has changed and salespeople need to adapt to new technologies and buying patterns.




True or false? As an inbound sales representative, acting as an information gatekeeper and holding power over the entire sales process helps you win more sales.




60% of a buyer’s purchase decision has already been made before even talking to a sales representative. What does that mean for inbound sales?

Sales representatives should keep this in mind, but this doesn’t change the way the world should sell.

Sales representatives must evolve their selling to keep up with customers’ buying habits.

Sales representatives need to push and sell harder to convince buyers to make the right decision.

Buyers are more educated, so there’s less work for the sales representatives.


True or false? Having an inbound sales strategy is important because of changes made by the invention of the internet.




You want to improve your customer experience processes and your products to ensure you’re focused on delight. Which should you do to get the largest, most representative sample?

Gather testimonials from your users

Send emails

Talk to team members

Collect survey responses


When should you focus on delighting people?

After they have used your product or service

From the very first moment someone interacts with your business

At the beginning of the sales process

From the moment they become a customer to delight them into promoters


What is social listening?

The step you take to have conversations with individuals talking about your industry, brand, products, and services.

The method of actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more.

How you track, analyze, and respond to conversations across the internet.

A method of changing art, music, governments, and businesses.


True or false? Content is only used during the attract and delight stages of the inbound methodology.




Fill in the blank: ______________ are people who respond to the NPS with a score between 0 and 6.





Imagine you surveyed 100 training attendees. If 10% were detractors, 30% were passives, and 60% were promoters, what would your NPS be?






True or false? NPS is calculated by subtracting the detractors percentage from the passives percentage.




True or false? To ensure that search engines understand your website page, it’s necessary to repeat your primary keyword throughout the page content using the same wording and phrasing.





True or false? An effective conversion path must include a landing page.




True or false? If a lead flow only asks for a visitor’s email address, that’s enough information to create a useful record in the CRM.

True. An email address is enough information for the CRM to create a contact record where you’ll be able to see a full history of the pages that the visitor has viewed on your website. The CRM may also be able to find company information about the person and create a company record based on their email domain

True. If a person provides an email address, you’ll be able to send them an email to ask for more information. This is also a good opportunity to find out what products they’re interested in and attempt to make a sale.

False. An email address without a name is meaningless. At a minimum, your lead flows should collect name and email.

False. Lead flows should collect as much information as possible about a visitor. You should have a goal of having 5 to 10 fields in each lead flow.



An inbound sales strategy focuses on identifying people who _________.

might already be interested

work at major corporations

have a budget, the right authority, a need, and a timeline

are already familiar with your product or service



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